Research On The Development Strategy Of Fu Sheng Automotive Seat Research & Development Company Under The Digitization Background

With the rapid development of digital technology in all walks of life around the world in recent years,digital technology exists in every corner of our lives,and the development of digitalization has also spread to all aspects of life.Human beings are already in the era of the fourth industrial revolution :digitization era.Under the background of digitalization,the development strategy of enterprises also needs to develop and innovate according to the changes of the times.At the same time,with the influence of the COVID-19 pandemic on the global situation,the stable development of my country’s economy,and the Chinese government’s "new four modernization" policy(interconnection,intelligence,sharing,and electrification)of the automobile industry,various changes in the global environment have brought new challenges and opportunities to the future development of Chinese automobile and automobile parts companies.Fusheng Automotive Seat R & D Co.,Ltd.was established in 2018 as Fusheng Automotive Cockpit System Group Co.,Ltd.,which is affiliated to a state-owned auto parts group.Its predecessor was Lear Automotive Seat Joint Venture company`s product verification department and product development department.The company is located in the Automobile Economic and Technological Development Zone,Changchun City,Jilin Province right,with a registered capital of 5 million RMB.The company belongs to the automobile manufacturing technology service industry.The company`s main business activities are the test verification and testing of auto parts and the research and development of auto parts.The company’s current main customers are FAW Volkswagen,Li Xiang,Audi,Lear Seat and other domestic and foreign auto OEMs and joint ventures in the seat field.After four years of development,Fusheng Auto Seat R & D Company has 127 employees right now,and the company’s technologies center includes product verification department,product development department,product innovation department,knowledge management department,and intelligent cockpit department.As a small and medium-sized start-up domestic company which doing the auto seat`s research and development,located in Northeast China,how to seize the opportunities brought by the cultural,political and economic policy background of the current times and the global digital background,how to carry out suitable development strategy reform and innovation is the main research of this paper.This paper puts forward the problems faced by the company at this stage of development,according to the relevant theoretical basis of strategic management,the relevant research on the strategic management of auto parts enterprises and the relevant research on the strategic management of enterprises under the background of digitization,through the use of PEST Model and Porter’s Five Forces Model,the current macro environment in the field of auto parts and the development status and development trend of the industry environment are analyzed and expounded,and the internal and external factors evaluation matrix(IFE matrix & FEE matrix)and SWOT matrix are used to analyze the internal and external factors faced by Fusheng Auto Seat R & D Company.Factors are analyzed,and through quantitative strategic planning matrix((QSPM matrix))analysis,according to the company’s benefits,hindrance,and the opportunities and threats of our country’s auto parts industry.Under the background of digitalization,the strategy which Fusheng Auto Seat R & D Company should choose,as well as specific implementation plans and safeguard measures are analyzed.